Mexican Cake Release?

Also, I was at a few retailers in SC today. Cake has gone up in price. Some places its 15.50. Most retailers said it went up a 'few dollars per bottle' compared to last year.

I'm still buying.

 

I had posted that a couple of pages ago, it took it's first price increase this year since they first made it years ago. The increase came from the brewery to us, so we had to raise wholesale too. It was around $13 last year, $15 this year.

 

It was. 2 bottle limit. Rather small line to get it. Everyone in line at time of opening got it. Didn't see anyone get multiple allotments (as opposed to regular cake release when people were going back several times). Looked like 3-4 cases total today, and there looked to be a full case there when I left at 5pm. The vast majority of the people in the tasting room were not buying it, but were there to have beers in the tasting room. My suspicion is this was the last day for it. Regular cake did not last the whole day last Tuesday.

 

$13.99 in Atlanta

 

Grabbed one today in Greensboro $16 with tax. Saved for me it didn't hit the shelf.

 

I gotta believe that's what happens with most small bottle shops. They get a case, hold them for their people, and very few, if any, actually hit the shelf...

I called 4 different shops over the past two days that said they got it, but its sold out. I go to these stores regularly in the afternoons, and they are typically empty, so I don't suspect they just put them on the shelves and they sold to regular customers

 

You'd be surprised. We don't see a lot of business mid day on any day of the week besides Friday, but when a limited release lands the hounds come out of the woodwork. Our case of MC went out to social media, and within 30 minutes it was gone. True, it wasn't on shelf, because it's quite possible someone would grab one and run or try and buy more than one, refusing to let go of the extra bottle. We've never had it happen, but if people are willing to cut in lines, mule, and overcharge their friends/family who want one, anything is possible. I wouldn't put anything past the hoarder mentality we see with rare beers. It sells out regardless and within a short time, no matter the time of day. We don't do holds or take phone orders, but there's enough people lying in wait where ever they are and ready to drive like hell to get one. Any small shop, no matter how far off the beaten path, has people ready to buy it up.

 

I'm surprised it lasted 30 minutes anywhere honestly. I never even saw any bottles this time after getting one relatively easily last year. Oh well, I know some places in the Triangle got legs of it, so more people will get to try it on tap.

 

I didn't score a bottle last year, but this year sounded even tougher. I was hoping for some kegs in the area. I assume Ridgewood as they had one last year. Any intel on the others?

 

No real intel other than to say I think you're on the right track with the one you said and that the places that got kegs last year are the likely other ones.

 

@RDMII What is your opinion of a bottle shop charging $24.99?

 

What about $19.99?

 

Yes in SC.

 

Exactly right, 12 bottles doesn't go very far.

 

People will pay it

 

I was able to hit the brewery last year and didnt have to worry about chasing a truck. Holy shit, it took some solid effort to land the few bottles cakes I got this year. I got more coffee cake (from friends that happened to be there last Friday) than reg cake this year and thats insane. I will not miss the brewery allocations next year.

 

I know Tasty in Raleigh got one case. I made it there in about 10 minutes after they posted on Instagram and got one. They had 3 or 4 left at that time. I almost got the impression they would rather not have it at all, which I could understand. I am sure people showed up after it sold out (in 15 minutes or so), and were upset. Why does Westbrook even bother distributing it if there are such small allocations, with so much demand?

 

It's kind of shitty to do, but it will happen. Distro price went up this year so we had to raise it as well, and we settled on $14.99 vs. $11.99 where it's been since introduction. That's still a good margin, and as said, it will sell regardless.

 

That's a double edged sword. Stores hate the hassle of it, but it is a quick $200 in a short time, which is nice. Westbrook and every other brewery probably understand they're creating problems, but they also want people talking and buying their product, so the more they spread it out, the more hype and discussion is generated. I think any retailer would prefer to make the money even if it's a day of people pissed off because arguably those people aren't regular customers, so their anger won't affect your everyday sales. For every rare release, I'd say 70% goes to people I have never seen before, and will never see again. The regulars will still shop even if they miss out, whereas the guys who didn't get any and are mad really wouldn't have come back anyway.

 

Ahh, the vagueries of the distribution system. Store in Mobile Alabama gets (at least, could be more out of frame) 4 cases, most stores in NC and SC get 1-2.